The story...

Cruelty free award winning makeupCODE Beautiful is all about creating must have hero products, cruelty-free beauty essentials we can't live without. 

Is it possible to be great at hundreds of things? We don’t think so. That’s why we put all our expertise into just a few – a select range of beauty products formulated to be the best they can possibly be.  

It started with a mascara. We wanted one that didn’t over-promise or under-deliver. One for every day, for any occasion. But it didn’t exist. So, we went out and created it ourselves. This led to another idea. Then another. Before we knew it, a new generation beauty business was born.  

We don’t do fads, fashions or fairy tales. We create handbag essentials. Effortlessly effective and flawlessly reliable, it’s the only mascara, lash primer, lip liner and lip plumper you’ll ever need again.